Deriving market segments involves identifying distinct groups of customers with similar characteristics, needs, behaviors, or preferences. Once these segments are identified, it’s important to describe them in detail to understand their unique attributes. Here’s how you can go about it:
1. Deriving Market Segments:
a. Data Collection:
- Gather relevant data about your customer base. This can include demographic information, purchasing behavior, psychographic data, geographic location, etc.
b. Segmentation Criteria:
- Decide on the criteria that will be used to divide the market into segments. This could be based on factors like age, income level, lifestyle, buying habits, etc.
c. Data Analysis:
- Use statistical techniques or software tools to analyze the data and identify patterns or clusters that suggest distinct customer groups.
d. Segment Validation:
- Ensure that the segments identified are meaningful, actionable, and align with the company’s goals and objectives.
2. Describing the Segment:
a. Segment Name or Identifier:
- Assign a name or identifier to each segment for easy reference. This could be based on the defining characteristics of the segment (e.g., “High-Income Professionals”).
b. Demographic Profile:
- Provide demographic details such as age, gender, income level, education, marital status, etc. This gives a clear picture of the segment’s composition.
c. Psychographic Profile:
- Describe the lifestyle, values, attitudes, interests, and behaviors of the segment. This provides insights into their preferences and motivations.
d. Behavioral Characteristics:
- Explain the purchasing behavior, brand loyalty, usage patterns, and any other relevant behavioral traits of the segment.
e. Geographic Location:
- Specify the geographical areas where the segment is concentrated. This information is particularly important for businesses with location-specific offerings.
f. Needs and Preferences:
- Outline the specific needs, preferences, and pain points of the segment. Understand what drives their purchasing decisions.
g. Buying Motivations:
- Identify the factors that motivate this segment to make a purchase. This could include price, quality, convenience, etc.
h. Challenges and Barriers:
- Highlight any obstacles or challenges that the segment may face when considering a purchase.
i. Communication Channels:
- Determine the preferred communication channels of the segment (e.g., social media, email, in-person, etc.).
j. Value Proposition:
- Define what value the segment seeks from products or services. Understand what they consider as valuable benefits.
k. Competitive Alternatives:
- Identify the alternatives that the segment considers when making a purchase decision. This could include competitors’ products or other solutions.
l. Size and Growth Potential:
- Estimate the size of the segment and assess its potential for growth. This helps in prioritizing segments with the most potential.
m. Profitability Potential:
- Evaluate the segment’s potential for generating revenue and profitability. Consider factors like transaction value, frequency, and associated costs.
3. Documenting and Using Segment Descriptions:
- Create a detailed profile or document for each segment to serve as a reference for marketing, product development, and customer service efforts.
- Use these segment descriptions to tailor marketing strategies, develop products or services, and customize communication for each specific segment.
- Regularly update and refine segment descriptions based on new data, changing market conditions, and evolving customer behaviors.
Deriving and describing market segments is a fundamental step in crafting effective marketing strategies and ensuring that a business’s offerings align with the unique needs of its diverse customer base.